Essential guide to marketing planning
By: Marian Burk Wood
Edition: 2nd ed.
Publisher: Pearson Financial Times
Published: 2010
Place of publication: New York, NY
Language: eng
Number of pages: 328
ISBN-13: 9780273725763
Table of contents: title: Introduction to marketing planning today; title: Analysing the current situation; title: Analysing customers and markets; title: Planning segmentation, targeting, and positioning; title: Planning direction, objectives, and strategy; title: Planning for products and brands; title: Planning for pricing; title: Planning for channels and logistics; title: Planning for communications and influence; title: Supporting the marketing mix; title: Planning metrics and performance measurement; title: Planning implementation and control.